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Chrysler launches specialized work vans

Chrysler Group LLC is getting back into the work van business today, unveiling its new Ram ProMaster line based on the Fiat Ducato -- one of the best-selling commercial vehicles in Europe.

Chrysler's designers and engineers have tweaked the Fiat design to meet the needs of the American market. But the company's Mopar division is taking that even further by offering special versions of the van pre-equipped with the tools needed by different trades.

For example, customers will be able to order a package for heating-and-cooling contractors that will arrive from the factory with everything from a roof-mounted ladder rack to built in parts-storage bins. Or they can pick a package for delivery services that includes a cargo partition and tie-downs, rear-window guards, backup camera and a remote monitoring system that can alert fleet managers if the van's driver speeds or leaves a predefined work area.

"We're targeting specific categories of customers with the right type of features to support their profession," said Mopar President Pietro Gorlier. "We apply exactly the same quality standards of production. The advantage is all of these packages will be developed to have a fit and finish that is aligned with the vehicle itself."

Gorlier told The Detroit News that Chrysler believes this will help its van stand out in a crowded marketplace.

So will its distinctive European styling. For decades, American work vans have hewed closely to a rigid template that called for a snub-nosed, body-on-frame design mounted atop a rear-wheel-drive platform. But European automakers, such as Chrysler parent Fiat SpA, took their vans in a different direction -- a direction embodied by Chrysler's new van.

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The 2014 Ram ProMaster, which will go into production in the third quarter, is a long-nosed, unibody design mounted atop a front-wheel-drive platform. The design allows Chrysler to give the ProMaster best-in-class fuel economy, cargo capacity and payload, as well as the lowest cost of ownership, according to the company. It also allows for a taller base van that boasts both the highest interior ceiling height and lowest step-in height.

A chassis cab version is also available that features modern, unibody construction upfront and a more traditional H-frame behind the cab.

Thirteen different configurations will be available, from ProMaster 1500 Cargo Van with a low roof and 118-inch wheelbase to a ProMaster 3500 Chassis Cab Cutaway with 159-inch wheelbase and extended frame.

The van will be sold with a variety of different powertrain options, including a four-cylinder 3.0-liter diesel and a 3.6-liter gasoline-powered V-6 mated to either an automated manual or traditional automatic transmission.

The ProMaster is the latest example of the deepening ties between the Auburn Hills automaker and its Italian parent. "They've been producing these vans for over 30 years. They've produced over 4.5 million Ducatos," said Ram brand director Robert Hegbloom. "There's still over 2 million on the road today. So, they've got a proven track record. They're one of the leading van producers in Europe. And so we're building from a foundation that is already established in the marketplace."

It is also the latest example of Mopar's factory customization strategy that began when the company started offering off-the-rack police vehicles already equipped with lights, sirens and gun racks.

"When you need to go through a budget process, it's very useful," Gorlier told The Detroit News, adding that there are benefits to Chrysler beyond the added income.

"You get naturally connected to the final customer," he said. "You receive information that the company can use to drive product development."

So, Gorlier's Mopar group is building a custom upfitting shop next to the Chrysler factory in Saltillo, Mexico, where the ProMaster will be built. It will initially offer 65 different accessories to accommodate the needs of commercial customers.

Ram President Fred Diaz said it is the perfect time to be launching the new van. "Housing starts are up significantly. That always bodes well for the commercial business," he said, noting that the average commercial van on the road today is more than 11 years old. "People are in a position where they absolutely need to buy new vehicles."